Seth was talking about real estate agents – but it applies to any industry. Real estate agents, he said, should create their own publication (their own newsletter) rather than being forced to advertise in newspapers.

Imagine if a local business put out its own weekly publication. It needn't be fancy, but it does have to be interesting and relevant. Pack this publication with local news, what's on events, profiles of local celebrities, details of the H1N1 clinics, sports reports, pictures of newlywed local couples, reports on what the municipality is doing.

Sounds a lot of work – and it is. But imagine if that business joined with other (non-competing) businesses to share the costs.

Your publication would be the talk of the town. Indeed, an essential resource.

And which company would have unlimited space for advertising? The owner of that distribution channel, of course.

OK, I know this sounds crazy. But it's worth at least listening to what Oprah does.